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Li Wei has a strong background in tourism marketing, with experience in various roles at Destination Canada, Tourism Victoria, and Tourism Australia. In their most recent position as the Regional Managing Director for Asia Pacific at Destination Canada, Li Wei was responsible for marketing Canada internationally to increase tourism export revenues. Prior to that, they served as the Regional Director for Greater China at Tourism Victoria, where they developed and implemented marketing strategies and business plans for the China, Hong Kong, and Taiwan region. At Tourism Australia, Li Wei held positions as the Head of Asia Development and the Regional Marketing Manager for North Asia, where they worked on strategies and partnerships in key Asian markets.

Li Wei completed an Executive Programme in Business Management at INSEAD (SG) from 2005 to 2006. Prior to that, Li Wei earned a Bachelor of Arts (B.A.) degree in English Language and Literature/Letters from Peking University. Li Wei further pursued their education at the University of Wales, Cardiff, where they attained an MBA (with distinction) in Business, marketing, and finance.